Imagine waking up a Sunday morning after a busy week. You slept in for the first time in what seems
like forever, and you are ready for a day with the family. You are in your kitchen to make the first
cup of the day. Halfway through pouring your coffee you look outside and realize, you forgot to
mow the lawn.
Now imagine waking up to a mesmerizingly good-looking lawn. As you stand there looking out, you
cannot seem to remember the last time you felt this tranquil. Tears starts to fill your eyes as your
spouse smiles at you. This is a Sunday, to enjoy.
With Grassus, you never have to worry about your lawn again. Grassus will maintain your lawn, for
a monthly fee of only 249 DKK. Your lawn will always be in perfect condition and you will never have
to move a finger again; just sit back and relax.
Service Description
The modern-day family is busy making their everyday schedule work, for the needs of each family
member to be met. Grassus is the everyday family’s break in the long list of chores. It saves time for
families that they would otherwise spend on mowing their lawn. 12% of the Danish population feels
stressed and pressured every single day of their life. Grassus can ease the pressure by mowing their
lawn. The families will never have to worry about their lawn again, they just need Grassus.
Grassus will cut your grass once or twice a week, with a robotic lawnmower. A monthly subscription
of 249 DKK will ensure the customer never has to think about mowing their lawn again. During
winter times, the frequency of mowing will be reduced, as grass grows slower at this time of year.
The subscription can be on hold this time of year if the customer desires. With a monthly
subscription, Grassus takes care of everything for the customer. Grassus have different types of
subscriptions, depending on the customers garden size and needs.
Market and customers
Everyone with a garden is a potential customer, and almost every house in Denmark has a garden
associated with it. There are around 2.6 million owned properties in Denmark. A good part of these
are apartments, which do not usually have gardens associated with them. Even then, approximately
60% of all people live in some kind of accommodation with a garden. This means a clientele in
Denmark of over 1 million properties. In Denmark and in the modern family, there is less time for
family and fun, because people are busy with their jobs. There will be more people asking for the
service Grassus provides, and more potential customers who open their eyes to the service.
At first, the focus will be a summerhouse area around the seacoast of Middelfart. This is based on
market research that portrays Middelfart as a well-established summerhouse area as well as normal
suburban households. From there, the business expands to other summerhouse areas and into the
market of normal houses.
2
Market and competition
Most people mow their own lawn. Some people find alternatives, like hiring a gardener, a neighbor
kid or maybe even just leave it as it is. There are no direct competitors on the market as it is right
now. Grassus’ biggest competitor is the nature of their customers themselves, as Grassus has to
convince them to buy into the service instead of using their own lawnmower, or even buying their
own robot.
Grassus offers a new and easy service for people, to have their lawn well kept. The customers do
not have to do anything, which gives Grassus a great advantage over regular lawnmowers and
home-owned robot lawnmowers. If their own machine breaks, they must deal with it, but not if they
have Grassus. Grassus’ service is cheap, compared to having a regular gardener and the service is
consistent throughout the year, so the customer always has a lawn in perfect condition. Grassus'
system is flexible towards any type of lawn, within the restrictions current robot lawnmower
technology offers.
The organization
Christian V. Risager | Partner and Head of Finance
Christian is experienced in starting up new ventures and has personal hands-on knowledge with
the financial parts of new ventures.
Nikolaj Lauridsen | Partner and Head of Business Development
Nikolaj has managed several projects from strategic development, organizational change
management, solution development to IT-projects.
Rasmus Johansen | Partner and Head of IT.
Rasmus has been studying Computer Science and has also been in retail for 6 years and can supply
Sasja with knowledge and support.
Sasja Brandt | Partner and Head of Operations
Sasja runs the day-to-day operations. Sasja has a background in retail, with experience in planning,
shipping, and delivery.
Victoria D. Funder | Partner and Head of Human Resources
Victoria has previously been employed as a head waitress at a bistro and as a receptionist and HR
assistant, with great focus on customers and personal.
3
Money and feasibility
As shown in Appendix 1 (establishing budget), Grassus would need around 100.000DKK to start the
venture. The items in this budget are the essentials for the venture to function. The most essential
being the robot lawn mowers, a van for transportation as well as an employee who, granted, does
not cost anything before the person starts working.
Since the amount of money needed is not unreasonably high, the five partners have decided to each
put in 20.000DKK to start off the venture. The partners believe the market is highly feasible, and
that with the right strategy, everyone could have their garden taken care off soon.
Appendix 1 (Net Turnover prospect graph), shows the growth potential of Grassus. By sticking to
the feasibility analysis and staying true to our business model, the goals set for the future are highly
obtainable.
Implementation and Budget
To begin with, Grassus contacts a possible supplier to arrange a partnership. Meanwhile, Grassus
will acquire a van and get the app and website up and running. Thereafter Grassus will get fliers
designed, pressed and distributed in Middelfart. Once Grassus has a couple of customers, an
employee will be hired, who will drive around with the robots. Then Grassus will install the cables
in the customer's lawns.
The goals for Grassus are in the short run to expand, so the service can be provided in all of Denmark.
When this is achieved, Grassus will continue towards the long run goal which is to expand to all of
Scandinavia. Grassus will start providing the service in a specific vacation home area in Middelfart.
Then Grassus will expand area by area. Once a lot of vacation home areas are subscribed, Grassus
will start to provide the service to regular houses on Funen. Thereafter Grassus will expand to
Zealand and Jutland.
The advertisement channels that Grassus found most optimal, with the goal of reaching the specific
target audience, is fliers and face-to-face meetings with the relevant customers. Grassus intend to
advertise the service in local newspapers, which will be delivered in relevant areas. Broadcasting of
the service, through local radio stations, as it is a cheap and effective way to promote the product,
is a viable option as well. In the long-term Grassus wants to expand the advertisement to a more
national audience, also including tv-commercials.